Marketers Press the Play Button
For Video-on-Demand Programs

Katie Brown is preparing a steak for the home show she hosts on Mag Rack, the on-demand Rainbow Media network owned by Cablevision Systems. As she butterflies the cut of meat, a cooking tip pops onto the screen, reminding Ms. Brown's at-home chefs that an even cut ensures even cooking once the steak hits the grill.

The cooking tip also reminds them that Kraft Macaroni & Cheese is sponsoring "Katie Brown @ Home," as it is four other programs on the on-demand network that is available to 10 million viewers...